The retail sector is one of the top-grossing sectors in the world. The factor that governs this is its direct interaction with the customer backed by some brilliant marketing.
To get the best results, retail giants spend millions of dollars on advertising. India's Reliance Retail boosted its advertisements by four times in Q3 2020 alone, while the digital ad spend of the US retail industry is expected to reach US$35.48 billion by next year.
With digital adoption on the rise, retailers are also leveraging the power of mobile shopping and the use of various online networks like Facebook, Instagram and Snapchat to reach online shoppers.
Here are 3 top brands that took advantage of Snapchat to multiply their app users and drive up revenue
1) Newchic
Run Time:
Q4 2019
Target Region and Audience:
Audience in the Middle Eastern Region
Performance:
The three-months long campaign undertaken by the Hong Kong fashion retailer ended with flying colours. The firm almost attained its goal of 2.5 ROI way before their planned schedule.
Goal:
Apart from the motive of achieving an ROI of over 2.5 in their planned ad spend, the fashion giant wanted to drive app installs by using single image ads.
Approach and Buyer’s Journey:
The fashion firm didn’t apply any special rocket science method in designing their campaign. But they planned their every single step carefully.
Single image ads caught their eye for targeting users and increase the app installs. Hence, they crafted highly intuitive and engaging single image ads showing their most popular products. They kept the style, font, and colour treatment of all the apps consistent.
To get maximum sure short app installs, the brand used Snapchat’s Goal-Based Bidding. With this, they were able to target those users that were most likely to interact with the ad and download the application.
This ad campaign ran for the last quarter of 2019 and delivered mind-boggling results highlighted below.
Results:
Newchic witnessed:
40% of the app installs were backed by Snapchat.
10% lower cost per each new account created.
30% less cost per application install.
2.5 ROI two weeks ahead of the planned schedule.
Products Used:
Single Image Ads, Goal-Based Bidding
2) Gucci
Run Time:
June 2020
Target Region and Audience:
Globally
Performance:
Gucci designed an out of the box ad campaign that performed exceptionally well on Snapchat. The reach of the campaign was over 18 million along with a solid return on investment figure.
Goal:
The chief objective behind the use of Augmented Reality Lens was to raise awareness among the users about its new range of sneakers. Moreover, the added aim was also to drive sales of these Gucci sneakers.
Approach and Buyer’s Journey:
The systematic approach began at showing the users with two choices of sneakers in the AR Lens. Gucci excellently used the Snapchat Machine Learning to create an immersive try-on experience for the users.
The brand created 2 Face+World lenses (one for each gender) that featured two sneakers in each of them. Users could tap on one of the sneakers at a time and check how they looked on their feet. If the user liked it, the lens also included a ”Shop Now” button that could be tapped to go to the official website for purchasing the shoes.
Hence, the Shop Now button was the perfect CTA for Gucci. These ads were first included in the Snapchat camera. After that, they were promoted via the AR feature in Snap Ads.
This state of the art way to raise awareness about the upcoming products harnessed awesome results for Gucci.
Results:
The AR-powered Snapchat ad campaign reached to around 18.9 million people. Moreover, the brand witnessed:
24 seconds average lens playtime in Carousel.
41 seconds average lens playtime in Snap ads to AR.
Positive Return On Ad Spend (ROAS) post the sales of the products.
Products Used:
Snap Ads, Snap AR, Snap ML, Lens
3) Pit Viper
Run Time:
June 2020
Target Region and Audience:
Globally
Performance:
The uniquely designed ad campaign by the sunglasses brand fetched remarkable results at the end of the campaign. Pit Viper witnessed an effective cost per mille of $0.74. Moreover, it also recorded a return on ad spend of $30.07.
Goal:
With the use of supreme quality video ads, the sunglasses brand aimed at boosting brand awareness and online sales of their products.
Approach and Buyer’s Journey:
Pit Viper collaborated with Snapchat and recorded premium quality results in the end. The brand created some brilliant eye-catching video ads showcasing their products. These ads consisted of Grand Prix car drivers wearing the Pit Viper glasses.
After the creation of the ads, the brand focussed on optimising them for the right audience. For this, they used Snap Pixel and location targeting. The feature of the location targeting came in handy for targeting users near the ski, snowboarding resorts and communities as most of the products were related to them.
Snap Pixel helped the brand to optimise and run multiple ad campaigns. These conversion campaigns attracted whopping ROI for Pit Viper.
Results:
The awesome combo of planned technique and high-end tools led to the following:
The brand witnessed a $0.15 cost/swipe up.
$0.74 effective cost per mille.
Return on investment of $30.07.
The brand is still working on exploring new ad formats.
Products Used:
Snap Video Ads, Snap Pixel, Location Targeting
Ready to run your own ad campaign?
The retail market is extremely competitive and you always need to be one step ahead of your competitors, no matter what. If we consider the marketing factor, with the availability of multiple online channels, it has become easy for firms to run their marketing campaigns. So, it is time for you to strike.
The above-described examples must have pumped you up, but you need to pre-plan everything before you build your ad campaign. As the products marketed by you can be different, it is obvious that the techniques described above may not work for you. So, it becomes necessary for you to analyse the market, audience, competitors and other factors closely before beginning. Also, leverage the best tools offered by the Snapchat platform.
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